Elevating the Event Experience:
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- Arleen Stephens
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1 Elevating the Event Experience: How Colleges and Universities Can Learn from Dalhousie s Success
2 Why Events Matter I think we can all agree that in the age of the empowered individual, in-person interactions are critical to keeping alumni engaged with your institution. The question is what do your Alumni think about events? About 70% of alumni believe that events are important to maintaining their relationship with their school, but 80% of alumni think their schools could be doing a better job planning and managing events. Events are clearly one of the best ways for schools to engage with alumni, but based on feedback the experience schools are providing often fall short. We ll be discussing some tips on how you can improve the event experience for your event team and your alumni. How are universities thinking about events? CASE and Ellucian recently conducted a study asking colleges and universities how they ranked strategic priorities related to alumni engagement and the results are below. Low importance High importance Focus for improvement Evaluate and prioritize Major gifts from individuals Online alumni engagement Reporting Planned giving Annual giving Prospect management Prospect research Corporate/ foundation relations Alumni clubs, events, etc. Maintain current performance Stewardship Bio/gift processing Safely ignore Percent a significant challenge (5) Percent very strategically important (5)
3 What s interesting about this report is that respondents ranked events as less important, yet ranked major donor gifts, annual giving, and reporting as very important. There seems to be a slight disconnect in these results are events are proven to be one the biggest drivers of donor gift and annual giving. Alumni who don t attend events are much less engaged than those who do attend, and attendees have a much higher likelihood of giving. Good event management technology will also give you the tools you need to measure the performance of your event in terms of engagement and giving. Despite the results of this study, the reality is that events continue to be a main part of colleges and universities alumni engagement strategy. The challenge many schools face is that they are not running their events as efficiently as possible and they are not doing a good job of tracking engagement in order to understand how their events are impacting alumni giving goals. Much of this is due to the problems with today s event management process. About 70% of alumni believe that events are important to maintaining their relationship with their school, but 80% of alumni think their schools could be doing a better job planning and managing events.
4 Today s Event Management Process is BROKEN One of the biggest challenges that many alumni and advancement directors face, is that the event management process as we know it is fundamentally broken. Today s inefficient processes aren t only an issue for your event team, but for your attendees who have to suffer through subpar aspects of the event experience. The reality is that many institutions are stuck in planning and executing events the old way, which tends to be a disjointed process across multiple systems. Events are being managed in separate silos across , spreadsheets, print vendors, survey tools, and database tools. What s worse is that many of these silos are used multiple times during the event management process (ie. managing your contact database, system, and spreadsheets separately for the pre-event invite process, the on site check-in and the post event follow up). This approach makes the event management process more time consuming and frankly, more annoying than it needs to be. According to the CASE/Ellucian study only 39-53% of universities and colleges are using an event management technology. And the majority of them are only using a free registration tool that doesn t include onsite check-in, name badge printing on demand or VIP alerts. This type of free solution solves about 10% of the event management problem. Stop the madness! Colleges and universities don t have to be managing events this way! There are tools out there that allow you to manage every step of the event process in one central location. Using these tools allows you to provide a much better event management process for your team and a much better event experience for your alumni.
5 Successful Event Strategies from Dalhousie University It is always helpful to look at real examples from organizations who have been following event practices and seeing results. Dalhousie University, one of Canada s oldest universities, is a great example of a school that was able move away from the old way of managing events, to embrace event technology and ultimately upgrade their event experience for both staff and attendees. When using the old way of managing events, Dalhousie relied on manual methods for all aspects of event management ranging from registration, attendee management and postevent data analysis. For smaller events this process could take a day or more, and for larger events the process could take weeks. The manual work took valuable time away from the team, whose efforts were needed to focus on the department s larger engagement goals. After years of struggling with these disjointed manual processes, Dalhousie implemented Attend s event management solution over a year ago and has used the platform for more than 200 events in various regions. Use of the platform has helped Dalhousie increase event attendance by 40% annually. Michael Perry, the Director of Alumni Engagement for Dalhousie University has some event best practices that have served him well while managing a robust global alumni event strategy: Make Sure You Have an All-star Team 1In some ways, events are a marketing vehicle, but they are also very much a specialty. Finding the right people for this special function is critical. Make sure the team is passionate about events and don t be afraid to enlist the help of other departments (marketing, faculty, etc). Your events will only be as successful as your team! Start the Planning Process Early 2Organization is critical to running successful events. You need to start planning as early as possible. Dalhousie has a format where the entire event schedule is planned at least a year out, which gives them the flexibility to get the best dates, venues, attendees, and speakers. It is much easier to get the best speakers like Vice Presidents, Deans, or the President of the University when the planning process starts early. Make sure to do plenty of research to determine the optimum venue as well as time of year, time of week, and time of day. The where and when are absolutely crucial to having good attendance rates.
6 3Promote Your Event Early and Often You want to begin promoting the event with a save-the-date at least 90 days beforehand. Dalhousie then sends out print invitations between 90 and 60 days out. Leading up to the event, Dalhousie also uses continued promotion through and social media (Facebook, Twitter and LinkedIn) in addition to tapping their alumni chapters and volunteer networks to help. Final reminders go out to individuals about two weeks before the event. Create an Effortless Registration and Check-in Process 4The main goal of your event promotion is to get as many RSVPs and attendees as possible. With this goal in mind, it is important to have good processes in place for both registration and check-in on event day. Dalhousie uses Attend to manage these processes in a seamless and streamlined way and follows Attend s 5 tips for event registration: use online registration forms, keep forms simple, allow group registration, integrate payment processing, and use a who s coming list to let people see who has registered. 5Create an Engaging Event Experience Any event team wants to make sure guests have the best experience possible at their event. Using the right location and venue are important to the attendee experience. Details are very important to Dalhousie, all the way down to making sure the room exudes the feeling of the University. Details like having a speaker that will resonate with the audience in a particular city, make a big difference. Attend s platform has also helped Dalhousie give attendees a great event experience with features like on-site name tag printing, which prevents things like spelling errors and the sharpie treatment for walk-ins. Dalhousie also uses Attend s VIP alerts for alumni that are celebrating reunion milestones. The alerts allow the event team to know which alumni are there during award ceremonies to make sure they are only calling names of people who are actually there. For example, in the middle of awards, some award recipients showed up late and the VIP alerts notified the team, allowing the alumni to receive their awards. Dalhousie s use of Attend s technology helps paint a picture of sophistication and organization at the events, elevating a guest s experience, and his or her impression of the organization. Ultimately, events are one of the biggest drivers of alumni engagement and giving and there are tools that can not only make your life easier but can also help you elevate the event experience for your guests. Want more tips on how you can elevate your events? Check out the Attend Blog here: blog.attend.com For more ebooks with event best practices, visit Attend s Resources page: attend.com/resources
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